Azmat Habibulla leads Marketing Communications, DBS Foundation, CSR, and Sustainability for DBS Bank India. With over 30 years of experience in FMCG and BFSI sectors, she excels in digital marketing, branding, and business transformation. Azmat is also passionate about mentoring and knowledge sharing.
In an insightful conversation with Women Entrepreneurs Review Magazine, Azmat shares her perspectives on emerging trends in digital marketing, the impact of shifting between diverse sectors, and her strategies for marketing to and empowering women in digital spaces. She also offers advice for women aiming to lead in the digital realm.
What are some upcoming trends in digital marketing or consumer behaviour that will disrupt the industry in the next 5–10 years?
The next 5–10 years will witness a dramatic reshaping of digital marketing and consumer behaviour, driven by several converging trends. AI will evolve beyond basic personalisation, leveraging predictive analytics to anticipate consumer needs and proactively deliver highly tailored offers and experiences. This level of sophistication will require robust data management strategies coupled with a strong ethical framework ensuring data privacy and responsible AI usage.
The creator economy will continue its explosive growth, pushing more brands to collaborate with authentic content creators to reach highly targeted audiences. This will lead to a shift towards more interactive, community-driven engagement strategies. Finally, consumers will increasingly prioritise brands that showcase their commitment to sustainability and ethical practices—this will be crucial for building customer trust and loyalty.
Having transitioned from FMCG to BFSI, what unique leadership insights have you gained from shifting between two diverse sectors?
Transitioning from FMCG to BFSI has been an enriching journey, underscoring the importance of fundamental principles such as customer-centricity and building trust through authentic engagement. While the industries differ in dynamics, both require the ability to inspire teams, foster innovation, and adapt to evolving landscapes—qualities that have been crucial in my roles within the marketing function over the years.
A key takeaway has been the power of cross-industry thinking. My experience has sharpened my focus on customer-centricity, the use of data-driven campaigns, and embracing agility. Additionally, I have understood the nuances of financial services, including compliance and risk management. This has enabled me to blend my expertise in marketing with industry knowledge, helping create a strong foundation.
How do you balance the need for immediate business results with the long-term investment required for digital transformation, especially in industries like BFSI?
Successfully balancing immediate business results with the necessary long-term investment in digital transformation requires a dual-pronged approach. This centres on the identification of short-term wins that deliver immediate value – for example, automating key operational processes or enhancing customer experiences – while concurrently establishing the foundation for more substantial, transformative projects.
Securing support for these significant, long-term investments necessitates building comprehensive business cases that demonstrate measurable returns and align with our overarching objectives. By showcasing how these initiatives enhance operational efficiency, scalability, and customer satisfaction, we help highlight their role in future-proofing the business.
Equally important is fostering a culture of innovation. We actively encourage collaboration, promote continuous learning opportunities for our staff, and have embedded an agile methodology across our operations. This helps ensure that our teams are equipped with the capabilities to adapt and thrive in a rapidly evolving landscape.
How do you approach marketing to women as a unique endeavor? What strategies do you use to empower and engage them in digital spaces?
When marketing to women, we focus on crafting authentic, relatable content that speaks to their diverse aspirations, values, and life stages. By understanding their individual priorities and circumstances, we ensure our content resonates more strongly. We highlight the richness of their stories by featuring real women from various backgrounds, showcasing a range of experiences.
We believe that women play a crucial role in shaping digital spaces, bringing in unique perspectives. Beyond digital spaces, we also focus on creating supportive communities that foster learning and mutual support. For example, we launched a community for women in banking in partnership with Aspire for Her, creating a platform for sharing experiences and empowering one another.
Additionally, we conducted an in-depth study, Women and Finance, in collaboration with CRISIL, launching three insightful reports. The first examined the savings and investment patterns of women in urban India, the second explored their career preferences and challenges in the workforce, and the third focused on women entrepreneurs, highlighting their sources of business funding, banking habits, and workforce dynamics. The report also allowed us to identify key areas where women entrepreneurs seek support and business enablement.
What advice would you give to women looking to lead in the digital space? How can they ensure their contributions are recognized and valued?
For women aiming to lead in the digital space, success hinges on a combination of expertise, networking, and self-advocacy. The digital landscape also demands continuous learning—whether it’s staying abreast of emerging technologies, honing digital strategy, or developing leadership skills.
Building a strong professional network is equally important. Mentors, allies, and advocates can provide guidance, amplify achievements, and create valuable opportunities. Finally, actively participate in discussions, celebrate your successes, and ensure your contributions are recognised and valued.
